If you had a nickel for every time someone told you the latest thing you should be doing to market your business, you’d probably have half of your marketing budget right there. Email marketing isn’t new and it isn’t going to revolutionize your ROI alone. But it can be a very effective tool when used correctly. Engaging your customers in conversation via a medium they use multiple times a day, or in many cases multiple times an hour is an opportunity you can’t afford to neglect.The numbers don’t lie.
Did you know? 7 out of 10 people used a promotion from a marketing email in the last 30 days. Source: Blue Kangaroo
Owning vs. Renting an Email Audience
I’m a firm believer in full disclosure, so first a little caveat. Let’s make a distinction between email marketing to a list you own versus a list you rent. Nothing will ever take the place of marketing to your own email subscribers. Don’t let anyone tell you otherwise. These are people who, at some point during their interaction with your brand, have been so impressed with what you have to offer that they’ve taken that all-important, yet vulnerable, step of inviting you into their inbox. They’re your low-hanging fruit so it’s important to have a strategy in place to build your email list, and then carefully nurture it like a bonsai master. There’s a lot to that, so expect another post devoted to that very topic soon.
BUT (and it’s a BIG but), marketing to the correct targeted email lists can also give your business a healthy boost, not to mention help you grow your opt-in email list. BUT, you might ask, who are these people? They are consumers who have voluntarily offered information about their lifestyles and interests and have given the green light to send them promotional emails.
Here’s an example of a recent campaign we ran for a local auto dealer that turned out rather well:
39 vehicles sold from two emails?!
Needless to say, the client was overjoyed, and we all gave each other some serious high fives. But we didn’t just get lucky. Here’s what we did (specifics omitted for client anonymity):
Campaign: we sent a sequence of two emails to the audience that our research and industry experience told us would be the most likely to be interested in what our client had to offer.
Results: average click through rate over 12%, resulting in 39 vehicles sold (customer email matching confirmed lead source was the email campaign)
Formula for success: While there’s no formula for generating this kind of success every time, the key ingredients will always include 1) targeting the right audience based on research, 2) crafting an offer that they will find hard to refuse, 3) delivering that offer with the right message and visual cues, and 4) making it easy for them to respond. Therein lies an oversimplification of what makes a campaign successful and makes our job fun.
More to come soon!
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